The partnership allows TM to have the exclusive use of the England crest and England player imagery in the telcommunications category in Malaysia. The agreement with TM will strengthen a key objective of The FA to partner with leading organisations in Asia and also reinforce the England team brand in the international sector.

As part of its agreement with The FA, TM plans to produce selected merchandise bearing the England trademarks. In addition, TM will be launching its new master brand, the World Football Heroes, to reinforce TM’s commitment and passion to support Malaysia’s number one sport, football, to the domestic and international markets.

The agreement with The FA is TM’s latest initiative to bring football closer to its customers and fans and TM is confident England and Malaysian football fans alike will look forward to the partnership offerings. The World Football Heroes will kick-off with an exciting TV series on Media Prima which will highlight players and teams of the World Cup in South Africa , including an in-depth profile on the England team.

Sean McAuliffe, Head of Business Development at The FA commented: "The FA is very excited to be working in partnership with Telekom Malaysia in 2010 and looking forward to what we believe will be a successful relationship. TM’s impressive work and commitment to football in Malaysia will help extend the appeal of the England team and gives us great belief that we can both truly engage with Malaysia’s football fans."

Dato’ Zamzamzairani Mohd Isa, Group Chief Executive Officer, TM, added: “TM recognises the football game’s spirit and passion that football fans generate. Also, the vast potential for marketing to its followers is what attracted us to the England brand. TM plans to tap into the passion and spirit of football and this collaboration with The English Football Association provides us with a unique opportunity to do so."

The Football Association today announced a new licensing agreement with Telekom Malaysia (TM) in the run up to the 2010 FIFA World Cup in South Africa.